Odd Lots Celsius CEO Explains How They Win in Energy Drinks
8 snips
Mar 7, 2024 
John Fieldly, CEO of Celsius Holdings, shares insights from his journey to making Celsius the third largest energy drink company in the U.S. He dives into the competitive landscape of energy drinks, discussing how bold branding and innovative flavors help them stand out. Fieldly highlights the essential strategies for securing retail space and effective distribution partnerships, particularly with giants like Pepsi. The conversation also touches on appealing to health-conscious consumers while addressing common misconceptions about energy drinks.
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Celsius at the Gym
- Joe Weisenthal noticed increased Celsius consumption at his gym.
- He then decided to try the drink himself.
Distribution Deal
- Celsius partnered with Pepsi for distribution, expanding its availability to 98% of reporting stores.
- Securing retail placement and consumer demand is crucial in the competitive beverage market.
Securing Distribution
- Build consumer demand at the retailer before approaching distributors.
- Demonstrate retailer acceptance and consumer pull to secure distribution.
